International Journal of Communication 13(2019), Feature 5003–5027 1932–8036/2019FEA0002 From Pick-Up Artists to Incels: Con(fidence) Games, Networked Misogyny, and the Failure of Neoliberalism JACK BRATICH1 Rutgers University, USA SARAH BANET-WEISER London School of Economics and Political Science, UK Between 2007 and 2018, the pick-up artist community—“gurus” who teach online networks of heterosexual men to seduce women—gave rise to a different online community, that of “incels,” who create homosocial bonds over their inability to become a pick-up artist. In this article, we offer a conjunctural analysis of this shift and argue that this decade represents a decline in, or even a failure of, neoliberalism’s ability to secure subjects within its political rationality. We argue that neoliberalism cannot cope with its failures, especially its promises of self-confidence. Such promises themselves become exposed as confidence games, which are then rerouted through networked misogyny, resulting in ordinary and spectacular violence against women. Moreover, incels express their rage through language of uprising and a war on women. Their actions are on a continuum of reactive violent responses to women’s refusal of social reproduction roles and aim to defend and restore patriarchal order. Keywords: incels, misogyny, popular feminism, neoliberalism, pick-up artists, social reproduction, confidence In 2007, the cable channel VH1 aired The Pickup Artist (Demyanenk & Gladstone, 2007), a reality program featuring a group of men who had difficulties connecting romantically with women. The contestants were mentored by a “master” pick-up artist (PUA) named Mystery, whose perspective was simple: Learn the requisite techniques of seduction and control, and you will be able to have sex with any woman you want. Each week, the contestants tried out their new skills “in field” (in nightclubs, in grocery stores, on city streets). At the end of each episode, Mystery eliminated the man who demonstrated the weakest PUA skills. At season’s end, Mystery “crowned” a new master PUA, who received $50,000 and toured the globe with Mystery to train new PUAs. When interviewed in 2013 about his success in the PUA industry, Mystery said, 1 We would like to thank Rosalind Gill, Catherine Rottenberg, Val Hartouni and Nick Anstead for reading drafts of this article. We are grateful to Vanessa Ciccone, who helped with formatting an earlier version. We also want to thank Zoe Glatt, who provided excellent feedback and editorial assistance with the final version. Copyright © 2019 (Jack Bratich, [email protected], and Sarah Banet-Weiser, S.Banet- [email protected]). Licensed under the Creative Commons Attribution Non-commercial No Derivatives (by- nc-nd). Available at http://ijoc.org. 5004 Jack Bratich and Sarah Banet-Weiser International Journal of Communication 13(2019) I didn’t have this when I started out. So I decided to take the bull by the horns and learn this, and solve this, by myself. Because back then there were no seminars, DVDs, “in- field” workshops. I then went online, seeking like-minded individuals . and I discovered a small online community of individuals like myself seeking some guru . I discovered that I became the reluctant guru. (Cliff’s List, 2013, video clip) A year after this interview, 22-year-old Elliot Rodger killed six people and wounded 14 others in Santa Barbara, California; the ostensible reason behind his massacre was that he was a “frustrated pick-up artist.” He justified his actions in his “manifesto” as retaliation against women as a group for refusing to provide him with the sex he felt he was owed. Rodger went on his rampage apparently because he identified as an incel (“involuntarily celibate”), a member in an online community of men united in their injury by their inability to convince women to have sex with them. In the years between 2007 and 2014, the PUA community, with men such as Mystery working as “gurus” to teach online communities of heterosexual men to seduce women, increasingly shared cultural space with a different online community, that of “incels,” who create homosocial bonds over their inability to become a PUA. Mystery’s techniques to pick up women, such as “peacocking” (wearing an unusual item of clothing to attract interest) or looking for IOIs (indicators of interest, such as playing with one’s hair), seem benign, even laughable, in the face of what is increasingly the incel’s response to rejection: violence and murder. Mystery stated that his goal was “protecting women and giving them pleasure,” which is, on the face of it, quite different from Rodger’s manifesto, titled “The War on Women.” In addition, a number of commentators have noted the rise of the incel’s rageful subject emerging from PUA and self-help schemes: “Men have generated ideas about self-improvement that are sometimes inextricable from violent rage” (Tolentino, 2018, para. 4). As one PUA has commented, “marginalized men in their ranks decide that exiting in a blaze of hot lead beats living in loveless obscurity” (North, 2009, para. 12). Indeed, it is telling that previous PUA sites attracted incels, many of them disaffected PUAs for whom “the game is rigged from the start” (Beau, 2018, para. 11). Sady Doyle (2018) makes the connection clear: “The incel movement grew directly out of the PUA fad, a storm cloud of disillusioned students who were ready to try more violent means of accessing female bodies” (para. 30). According to a database from Mother Jones magazine, there have been 114 mass shootings (defined as killing four or more people) in the United States since 1982 (Follman, Andersen, & Pan, 2019). Research datat from Everytown Gun Safety marks an even higher number, accounting for 173 mass shootings in the United States from 2009 to 2017 (Everytown, 2018). There have been 19 mass shootings in the U.S. in 2019 alone (as of August 2019; see Keneally, 2019; Wilson, 2019).2 This period is also the context for the global rise of the extreme right. While theories abound about why the extreme right has had a heightened presence during the past decade, most concur that an intersecting discourse of loss, injury, and entitlement, primarily to and by White men, is a core logic to these movements. We see a parallel in mass misogynistic violence 2 Our primary focus in this article is on mass shootings in the United States; however, we position incel mass killings on a global continuum of gendered violence. Inarguably, one factor in the dramatically increased number of mass shootings in the United States is easy accessibility to guns, especially semiautomatic rifles. International Journal of Communication 13(2019) From Pick-Up Artists to Incels 5005 committed, in White nationalism (an overwhelming majority of mass shooters in the United States are White and have often left racist and misogynist messages on social media) and in the extreme right’s increasingly aggressive public actions (which most often have racism and misogyny at their core; see Hawley, 2017; Neiwert, 2017; Stern, 2019). A study by The Washington Post on the rise of the extreme right in the United States found that White males are more likely to feel “white vulnerability,” or a “strong perception that whites are losing ground to other groups through no fault of their own” (Fowler, Medenica, & Cohen, 2017). And although not all mass killers identify as incels, since 2007 in North America, many mass killings have been claimed by them, and almost all are White.3 It is clear that mass shootings often have a gendered dimension to them; a recent article in The New York Times states, “A professed hatred of women is frequent among suspects in the long history of mass shootings in America” (Bosman, Taylor, & Arango, 2019, para. 23). The article continues by pointing out that in mass shootings in the United States from 2009 to 2017, although it is often difficult to precisely locate motivations for these killings (all committed by men), “one common thread that connects many of them—other than access to powerful firearms—is a history of hating women, assaulting wives, girlfriends and female family members, or sharing misogynistic views online” (Bosman et al., 2019, para. 4). In the following pages, we offer a conjunctural analysis of the shift from PUA to incel and position this shift within a wider arc of a specific neoliberal practice: We argue that this period, 2007–2019, represents a decline in, or even a failure of, neoliberalism’s ability to secure subjects within its political rationality. We use a theory of conjunctures—or historical moments when previously separate forces merge to create political and economic transformation—as an analytic to examine the various forces in culture and the political economy that intersect as part of neoliberalism’s decline (see Gilbert, 2019, for the most updated assessment of what it means to think conjuncturally). That is, we do not wish to make a sweeping analysis of neoliberalism’s wane as such. We take as our starting point Stuart Hall’s analysis of 2008 as ushering in a new conjuncture, which he calls the Great Financial Crisis (Hall & Massey, 2010). State and private sector responses to this crisis have been organized around austerity, command, and enforcement. We want to focus on the cultural dimension of this crisis (which, in economic terms, is called a loss of “consumer confidence” in markets). We are highlighting culture as the production of subjectivity, especially as it sustained capitalism and governance pre-crisis and might now be unsustainable as a project of self-reproduction. While speaking to a more general decline in neoliberalism’s integrative powers, we are specifically examining the gendered dimension of that failure that manifests in networked misogyny and spectacular violence against women.